규범활성화 모델(NAM)과 계획된 행동이론(TPB)을 통합 적용한 관광자의 로컬 크리에이터 관광 콘텐츠 소비 행동의도에 관한 연구: 지각된 가치의 조절효과

초록

This study examines the structural relationship between tourists’ consumption intentions for local creator tourism content by integrating the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB), while also assessing the moderating effect of perceived value. An online survey was conducted with 254 tourists who had consumed such content. The analysis revealed that attitude, subjective norm, and perceived behavioral control positively influenced behavioral intention. In the NAM framework, awareness of consequences positively influenced ascription of responsibility, which in turn positively affected personal norm; however, personal norm did not significantly impact behavioral intention. Additionally, awareness of consequences positively influenced attitude, and subjective norm positively influenced personal norm. Among the dimensions of perceived value, functional value moderated the relationships between (1) subjective norm and behavioral intention, (2) awareness of consequences and attitude, and (3) subjective norm and personal norm. This study confirms the applicability of the integrated NAM-TPB model in explaining tourists’ consumption behavior of local creator tourism content. It also establishes a theoretical foundation for future research byvalidating the moderating role of perceived value. As a policy implication, the findings suggest strategies to enhance market competitiveness and reinforce awareness of consequences and subjective norms in developing policies to support local creators.

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